The Brand: Portuguese Football Federation (Institutional)

The Campaign: National Team Masks

Brand Challenge: At a difficult time for Portugal and for the world, FPF developed a series of fundraising initiatives. Through the best known athletes of the Portuguese National Team, millions of euros were raised for social institutions. However, we wanted to go further.

The Covid-19 pandemic changed the lives of all Portuguese (and all citizens of the world). From the way we relate with each other to the need to work remotely from our homes, many changes have completely altered our lifestyle. Still, perhaps the biggest change was the obligation to wear a mask outside our homes.

Strategic Approach: Considering that the FPF has thousands of scarves in stock whose sales have stagnated since the football stop (and especially the postponement of Euro 2020), the strategic approach was to give a new life into these scarves, transforming each of them into 6 or 7 social masks.

The money obtained from the sales of the social masks would consequently be given to the Food Emergency Network (Emergency Food Network) to support all the Portuguese in need throughout these months.

Creative Concept: Dá a Cara pela Seleção - Show your face for the National Team.

Creative Contents: In addition to an institutional film that explained the initiative to the Portuguese people, many athletes from the National Team took part in this campaign, allowing the masks designs to be used on their photographs.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Merchandising Manager: Ruben Ferreira
Merchandising Analyst: Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Production: Canal 11